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The Relaunch of Noma Was a Bit of a Mess

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Even with a scramble to finish, René Redzepi and team had to push the opening by a day

René Redzepi finally opened New Noma in Copenhagen last week — but, the grand opening happened a full day later than originally planned. Vanity Fair reports that days before the slated return date of February 15, the restaurant called the 80 guests with opening-day reservations and told them that Noma 2.0 wouldn’t be ready. Instead, the restaurant served its first guests Friday, February 16, and the lead up to that first lunch service was a bit of a mess.

Bookings opened months before construction ended, creating a hard deadline. But, at one point, Noma staff feared they would have to cancel the entire first week of service. A week before February 15, the dining room didn’t have a ceiling, the lounge needed windows, and staff worked through the night to install insulation and haul planks. When delayed kitchen tops arrived on Monday, they were missing essential parts.

By Wednesday, Noma looked like a working restaurant and the team was on-track for a Friday opening, but they worked frantically until that first lunch service. Thirty minutes before the first seating, builders were constructing a walkway to the restaurant’s front door. Guests arrived as Redzepi was still raking mulch outside.

But opening stress started well before opening week. “We’re about as financially pressured as we could be,” Redzepi said to Vanity Fair. Rent on the new space, which includes 11 different buildings, is high, and Noma far exceeded its original construction budget. Plus, Redzepi kept staff on payroll in the year between Noma’s February 2017 closure and its relaunch, and during that year, he and some of the team took a research trip through Nordic countries.

A full quarter of Noma’s $375 tasting menu price covers food costs, so to make sense financially, Noma must sell every seat. So far, that hasn’t been a problem: The reservations for Noma’s debut seafood season sold out in less than a day. (Noma scheduled an additional service over the weekend to accommodate the guests with original opening-day reservations.)

Noma is still not complete. The garden needs to be landscaped, and Redzepi may consider adding a few tables or extending hours. But, Redzepi doesn’t regret the way things worked out. He told Vanity Fair, “It always would have been a push. And we needed a deadline to focus on.”

“You Want Order, You Work at Eleven Madison”: Inside Chef René Redzepi’s Mad Dash to Open Noma 2.0 [Vanity Fair]
20 Questions That Explain René Redzepi’s Relaunch of Noma [E]
Take a Look Around René Redzepi’s New Noma [E]

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cinebot
16 hours ago
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ouch. i was there for the very first service, and yes you can def feel the intensity (read: anxiety) in the air.
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gkojax:みたらしさんのツイート: その発想はなかった。 https://t.co/4RoCSFQXun

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gkojax:

みたらしさんのツイート: その発想はなかった。 https://t.co/4RoCSFQXun

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cinebot
12 days ago
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A+
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Poptheatr Lets You Watch Movies With Your Head in a Bag

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Poptheatr

If you like watching movies but long for a cinema experience that’s similar to being encased in a body bag, you might want to check out Poptheatr, a Kickstarter project that strives to provide the user with a distraction-free movie viewing experience in the comfort of your own home. With a big bag on your head.

I love movies, but going to the movies has become a chore. From poor projection quality to fellow moviegoers who just can’t shut the heck up or put their phones away, the cinematic experience has been greatly diminished. If you feel the same way that I do about the sad state of modern moviegoing, perhaps Poptheatr can help. Here’s how the official Poptheatr Kickstarter page explains their product:

Poptheatr is your own private theater that provides you with a comfortable, personal viewing experience when watching on your mobile device. No longer will you face distractions and constant discomfort when you could be enjoying your movie or show to the fullest extent.

If you’re having trouble picturing just how this works, here, watch this video.

Honestly, this product seems like a must-have for me. It combines two of my favorite activities: watching movies and laying perfectly still on my back like a corpse in a coffin. Throw in a huge collapsable bag-bucket for your head and you can’t go wrong. While Poptheatr may seem slightly strange, a theater experience by way of a VR headset may be the wave of the future. Recently, Paramount created a completely virtual movie theater, which simulates the experience of going to the movies from the comfort of your VR set-up. Tom Hayes, Paramount’s Senior Vice President of New Media, says this could become more common:

“Paramount wants to be where the consumers are and the media landscape is changing and we want to be as vanguard as possible. We have to make the theaters a bigger and better experience. Jim G [Paramount chairman and CEO Jim Gianopulos] is a progressive thinker, and we want to get out front and see where audiences want to go. There is quite a cultural difference between high-tech and Hollywood. Here we are testing something that is a page turner in the history of media.”

The Paramount virtual theaters are a bit more sophisticated than Poptheatr – a product that involves little more than setting your smart phone up inside the bag that you then stick your head into, but an early pledge of $54 will land you one of these babies, which is a bit of a deal, since the suggest retail price is $119. In other words, act now if you, too, would like to encase your head in a bag.

The post Poptheatr Lets You Watch Movies With Your Head in a Bag appeared first on /Film.

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cinebot
20 days ago
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um.
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Change My View: the subreddit for people willing to have their most cherished beliefs challenged

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In /r/changemyview/, thousands of redditors gather to carry on an explicitly, rigorously civil discourse about the subjects that matter most to them: a submitter puts forward views on subjects ranging from the correct interpretation of old movies to the suitability of Donald Trump for president, and then invites the forum to present arguments to change their mind, awarding a Δ (delta) symbol to people whose arguments cause a shift in their beliefs. (more…)

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cinebot
35 days ago
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time vacuum alert
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This is an incredibly satisfying video

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A wheel comes off of a car during a race and behaves in an amazingly tidy way until…well, I won’t spoil it for you but watch until the wheel stops. The polar opposite of this video of the most unsatisfying things in the world.

Tags: video
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cinebot
69 days ago
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A++
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The McDonald’s Quarter Pounder with Cheese is a lie. A delicious lie.

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McDonalds 1974

Some facts about the McDonald’s Quarter Pounder with Cheese:

1. As you can see in the photo above, purportedly taken in 1974, there was originally a Quarter Pounder without cheese, which was scrubbed from the menu at some undetermined point (even though you can still order one sans cheese at the counter).

2. The patty on the Quarter Pounder with Cheese does not weigh a quarter of a pound. It weighs 4.25 oz after it was subtly micro-supersized in 2015.

3. The 4.25 oz is actually the pre-cooked weight anyway. The on-bun weight is more like 3 oz.

4. When I’m traveling a significant distance by car, on a trip that requires stopping for food, my go-to meal is a Quarter Pounder with Cheese, fries, and a Coke. Don’t judge.

5. The Quarter Pounder has been discontinued in Japan. No one knows why.

6. In the US, the Quarter Pounder comes with pickles, raw onion, ketchup, and mustard. But in NYC, they omit the mustard. That sound you heard was me slapping my forehead after learning this just now after years of not being able to figure out why my Quarter Pounders sometimes had mustard and sometimes didn’t. (I prefer them without.)

Tags: food   McDonald’s   restaurants
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cinebot
69 days ago
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why do they omit mustard in nyc for quarter pounders? also i've actually never had a burger at mcdonalds before.
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